Make feminine hygienic support,knowledge, and representation accessible to women and young girls.
#selflove
Overview
Role
Mission
User Experience Researcher
Team
Team Project
Client
Rock Your Month
To make feminine hygienic support, knowledge, and representation accessible to women and young girls.
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Posting consistent content on each social media platform creates a major difference.Active posting on social media helps in generating trust with the customers.
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Instagram, Facebook and Pinterest are among the most popular platforms among the target age group
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For Health & Beauty products, Instagram has the highest engagement/post ratio
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Personalized marketing, influencer collaboration and customer involvement in brand experience are the key strategies to maximize ROI
Findings
Tools
Photoshop, Illustrator, Adobe XD, Customer interviews, Prototype testing
Duration
January 2020 - May 2020
Recommendations
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Create a solid and consistent visual brand identity
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Have a consistent and centralized social media infrastructure
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Create content that enables user engagement
Who is Rock Your Month?
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Rock Your Month is a veteran owned business
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Founded by active duty AirForce officer JaBett Glenn
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Monthly, customizable feminine hygiene subscription box
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Currently selling through DTC delivery & pop-up shops
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The goal of our client is to build social media presence and expand their customer base..
Research Process
Existing Scenario
Competitive Analysis
Primary and secondary research
Various brands were studied and analysed
Interviewing
20 user interviews
Final Recommendations
Major recommendations to achieve the goal
High Fidelity
Mockups for ease of understanding
About Rock Your Month
Each box contains an affirmation card,
pre-packaged allotment of menstrual pads, lines
and wipes for daily use during menstruation.
PRODUCTS
AUDIENCE
To make feminine hygienic support, knowledge,
and representation accessible to women and
young girls.
Women from 16-30
RYM GOALS
Build social media presence and expand their customer base. They are hoping we can help them figure out what platform would work best to build a community in, as well as to suggest the type of content that users find relevant
What did I learn from online resource analysis?
OMGYes
An online community for both men and
women where the goal is to talk about
women’s pleasure. The website has two
seasons with several videos that depict
various techniques relating to women’s
pleasure.
MyLola
MyLola is a brand that produces feminine health care products. They produce cotton tampons and deliver them to the target audience via a subscription process. In addition they have an online community where the team along with certain experts from the healthcare industry post articles to spread knowledge and promote the usage of feminine health care products.
KEY TAKEAWAYS
● Diverse mediums of content like videos, testimonials, photos or informative posts lead to richer user engagement, where users can digest information that best suits their needs.
● When a user connects with a brand philosophy, they can rely on that brand for information as well as products
● Having a Facebook community page is an essential component of any online branding.
Survey & Interviews
Based on Qualtrics survey (108 women) and 45 interviews
Preliminary Findings
Referral traffic is needed to transition out from the inception phase of the online community.
Social Media & Community Lifecycle
Motivation
Switching brands require more than just product details, expanding into personal concerns such as environmental awareness and body positivity
Socio-technical Gap
As a subscription base service Rock Your Month has the opportunity to
normalize discussions around feminine care products.
Recommendations
Create a solid & consistent visual brand identity
We suggest presenting a consistent brand across all social media platforms by keeping the color palette, logo, mood, voice and fonts steady. This will help users recognize the brand and will eventually support customer loyalty. Additionally, create a plan for social media postings to keep the brand active and support branding in relation to user expectations towards posting and accessing content.
Centralize social media planning
We recommend implementing a social media management tool such as Hootsuite in tandem with broader analytics tools such as Facebook Analytics, Twitter Analytics, and Instagram Insights. With these established, Rock Your Month should begin to catalog campaign information with a Campaign URL Builder. This builds context for which campaigns and platforms perform the best with users. Hootsuite has a free and premium version, and as a 30 day trial we recommend using.
Create content that enables user engagement
To engage users with content it is important to first reach out to the correct audience. We recommend using a combination of niche hash-tags and tagging on social media platforms. Using one branded, campaign hashtag when running a marketing campaign or giveaway can promote Rock Your Month across multiple channels (slight change of phrase). Community awareness can be promoted on social media by using local hashtags.
The detailed report can be viewed here
MockUps
Instagram Profile Mockup
Facebook Profile Mockup
Next Steps
Rock Your Month currently has an impressive product and a clear business philosophy. In order to best express this to potential customers, Rock Your Month needs to more aggressively engage their social media presence. Within the report our findings are based on interviews, competitive analysis, literary reviews, and a University of Michigan online community course.
Through these resources we outline Rock Your Month’s need to create a consistent brand across platforms, centralize posting and analysis through a management tool, and create content that promotes user engagement. This in conjunction with a broader understanding of the social media landscape will not only help Rock Your Month launch a successful social media campaign, but build a consistent brand narrative leading to higher engagement and conversion rates.
Next steps for Rock Your Month are to begin putting funding into Paid social media and search advertisement as well as tracking social media activity in an analytical way, comparing engagement to industry standards and adjusting content to meet the needs attained through user feedback.